Described by President Obama as, “the right man for this job,” Gary Locke is now the US Secretary of Commerce. It’s a big job for Washington’s former governor as our nation is roiled in a deep recession. The Department of Commerce is huge and is responsible for critical elements of our economic strategies—the 2010 census, regulation of our fisheries and ocean policy, as well as more direct trade and business concerns.

Why is Mr. Locke right for the job?

Before I took a closer look at the latest news articles, I took stock of my personal impressions of the man:

Even-keeled

Well connected across the Pacific Rim because of hard work and an apparent strategy of building relationships

The type of leader that works behind the scenes more than he revels in the public eye (I confess that I was swayed by the former governor’s appearance at Secret Harbor’s “Celebrating Success” fundraiser a couple of years ago. My favorite nonprofit, Secret Harbor provides kids in danger—in their own homes or because their lives are out of control—with safe places to succeed. This might seem like a digression, but it isn’t. No PR value at this small but important event—just a man trying to help.)

Trustworthy, quiet and maybe even a bit old-fashioned

First Chinese-American governor ever

Recent news articles about Mr. Locke refer to his clean record; according to the Seattle Times (Locke Cabinet Nomination Rolls Along, 3/19/09), Texas Senator Kay Bailey Hutchison referred to his FBI background check and financial statements as “boring.”

What does any of this have to do with personal brand? Gary Locke’s brand seems to be in alignment with President Obama’s (steady leader, trustworthy, strategy of relationship-building). And he’s taking a huge pay cut to lead what has to be a daunting effort.

Anyone else find it fascinating that a quiet man from a quiet state (so lacking in political controversy of the scandalous kind) is going to lead a mission-critical part of our government?

Let’s watch and see whether Mr. Locke’s brand changes the Commerce Department or the other way around. The answer, I believe, is as important as it gets.

1. Does your company have any individuals with personal brands that either:

a. Personify the company and are your brand?

b. Are aligned with the company brand so well that they are able to represent you flawlessly, every time?

c. Or, are in conflict with your company’s brand?

2. How do you manage/harness strong personal brands?

-Beth Woolley

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We can’t have a conversation about the personal brands of famous Seattleites without talking about one of our most famous and beloved sports heroes, Ken Griffey Jr. Since the news broke that Griffey would be returning to the Seattle Mariners—after leaving us in 1999—a wave of elation has swept through the city.

What is it about #24 that has us so excited about his return? Pushing 40 and riddled with injuries, do we truly believe that he will make a strong contribution this season? Or is it the nostalgia for the good ole days of Mariners baseball that gives us a new sense of hope for the team–the days when every car with a Washington license plate had a “You Gotta Love These Guys” bumper sticker?

What do you think differentiates Ken Griffey Jr. from all the other famous Mariners and MLB players alike? What do you think he represents for Seattle—the heart of his personal brand?

-Hiley Spaet

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What does President Obama and HUD Secretary Shaun Donovan see in King County Executive Ron Sims?  The same thing we see. 

 A big part of Ron’s appeal in consensus-oriented, squeaky clean Seattle can be characterized by the old software term WYSIWYG – the ‘what you see is what you get’ factor, lacking in so many politicians today (although you could argue that the anti-Ron, disgraced ex- governor Blagojevich, is also easy enough to read that no one should have been surprised).   Sims is so high integrity that he kept his mouth shut extra tight before the announcement of his appointment, and managed to sound appropriately giddy when he got it.  So what else does the Ron Sims brand stand for?

·         New Guard  – he isn’t that young, sure, but he can learn new tricks.  He blogs!  He Twitters!    

·         Progressive – he actually has balanced environmentalism with growth, not just talked about it.   

·         Yet, practical – he is all about building partnerships. 

·         Gravitas – if you’ve felt that handshake you know he means business.  Solid as Mt. Solid there behind him in the picture. 

Hmm, so his brand sounds remarkably like both that of the President and of Seattle itself.  Could that be why we are also sending police chief R. Gil Kerlikowske to Washington to be the new Drug Czar and Governor Locke to head up commerce?  What these public officials do, unlike whoops – some other guys, is hone their stakeholder promises and then live them.  Just like any great brand. 

- Peggy Brown

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Your personal brand is simply how others visually, emotionally and professionally perceive you. It answers the questions, “Who are you and why should I pay attention to you?” For the most part, people are motivated by their own needs, not yours. So the more needs you meet, the more influence you have, and the stronger your personal brand becomes.

A great example of someone with great influence and a strong personal brand to match is Seattle’s own Nancy Pearl, author of Book Lust, NPR commentator and erstwhile head of Seattle’s Public Libraries. Readers can’t get enough of her recommendations, book stores and libraries offer standing room only for her visits, and she even has her own librarian action figure. Nancy Pearl has essentially become the book lover’s rock star.

So… how did she do it?

First of all, she makes it clear who she is and what she stands for—she is a warm, open librarian committed to connecting the public with books. Her knowledge of and love for books is unmatched, which is her key differentiator.

Her success with the public stems from her zeal to connect with readers without pretense. Her passion to engage everyone—regardless of academic background—is driven by her personal love of books, and it’s this authenticity that leads us to value her book recommendations and adore her in return.

Follow these steps to create your personal brand:
1. Figure out who you are and what you stand for.
2. Determine what sets you apart from the pack.
3. Create your personal brand story to communicate your value.
4. Pull the key concepts from your story and weave them into everything that you say, write and do.
5. Tell your story to anyone who will listen.

-Bianca Abate

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As you may have noticed, there’s a reoccurring theme in this month’s blogs—how to recession-proof your brand. All the blogs, up to now, have been targeted towards an organization. I thought I’d change things up this week and talk about your personal brand.

If you’re like 90% of the American workforce, you’re anxious and uncertain about your employment future. You’ve heard about friends and family members who have lost their jobs and you may even be experiencing lay-offs in your own workplace. You’re thinking, what if I’m next? How can I convince my employer that I’m not expendable in these difficult times?

The answer lies in understanding what unique assets you bring to what you do. Do you know what your value-add is in the workplace and what sets you apart from others? What can people expect from you that is different, that stands out? Now is the time to determine your unique differentiator—your competitive advantage—and take action that helps you to deliver more of that in everything you do. Once you know what it is, use your personal brand as a compass to guide you through work tasks great and small—from writing an email to your boss to delivering a sales presentation to a client.

In uncertain times, there’s nothing more compelling than a consistent experience. Find out what makes you different–and relevant–in your workplace and live it in all of your actions and communications.

-Hiley Spaet

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